Sabine Kassouf

Managing Partner A New Earth

What are your thoughts on Lebanon’s healthy food market?

The healthy food market is definitely growing in Beirut and we are seeing lots of newcomers who want to ride that wave. Many producers and retailers are doing a fantastic job while others are confusing the consumers by mixing genuine organic products with ‘baladi’labeled ones that do not necessarily qualify as organic, yet the packaging has a ‘terroir’ look and feel. Another platform being used to promote products under the ‘organic’ umbrella is Instagram, which is booming with ‘home cooks’ who are selling their goods directly from home and labeling them organic, gluten free, dairy free… This kind of promotion is not only unverifiable, but could also lead to serious risks, so consumers beware! In relation to regulating all these products, proper legislation is required, which is still lacking due to the fact that that we do not yet have an official organic certification body and laws are implemented in a biased and illogical way.

What organic meats do you offer and where do you stand on plantbased meat?

A New Earth has a selection of organic and sustainable meat and seafood products. Our meat is Australian grass fed. We also have different types of fish such as Alaskan wild salmon, wild cod and sea bass from the UK’S south coast and organic shrimp from Madagascar. On the other hand, the plantbased meat substitute market is growing, but that does not necessarily imply that such options are healthier than what is already available. Case in point, if you look at the ingredients list, you will find that the offering is beyond unhealthy considering that plenty of additives, colors and flavorings go into the manufacturing. After all, if you are vegan, why would you buy a product that looks, smells and tastes like meat, but is created in a lab with toxic ingredients? Instead, stick to your values and opt for a vegetable patty made with organic legumes and vegetables. This will not only be a healthier choice, but is also one that will directly support your local farmer and is certainly sustainable.